In this article, actions within care marketization are conceptualized as institutional entrepreneurship contesting the present practices of care production. Practices of selling and buying care are described, and the underlying power relations in two care marketization models are analyzed: outsourcing and the so called ‘second wave’, i.e. the customer choice model, in Finland. Drawing from Bourdieu’s concepts of cultural, symbolic, social and economic capital, the article highlights the relevance of capital conversions for understanding institutional entrepreneurship. It is argued that the positions and opportunities to gain a more powerful position are not solely field intern conceptions, but can be related to macro level conceptions. Exploiting such opportunities questions the challenging conception of institutional entrepreneurship, itself. Instead, it is suggested that institutional entrepreneurship can also be conceived as legitimate challenging which points that challenging and conforming may not be necessary to be separated.